目录一、传播策略（1-3月）Communication strategy from Jan. to Mar.二、广告创意表现（1-3月）AD creative display（ Jan. to Mar. ）三、经销商展厅物料表现Dealer show room POSM

传播目标：强化宝来家族的品牌形象，持续深耕“向上人生路” 品牌主张Communication Objective: deep farming “Improving your life” brand proposal continually传播策略：广告结合新年氛围，表达全系产品动力升级的概念；线下借助节日促销提升店头集客，为年底冲量增力Communication Strategy: combining the new year atmosphere ,the ad display the concept of full linepower upgraded; promotion at dealers is good for strengthening brand preference and sales传播时间：1- 3月Communication period: Jan.-Mar.传播调性：温馨、喜庆、欢乐Tone & Manner:warm, joyous,happy结合事件：联合春节推广，年底新老用户回馈Integrated event: combining the new year promotion, thanking feedback the new and old customers传播主题：新年新活力，宝来全系动力升级Communication theme: New year new vitality, Bora full line power upgraded